Introduction to Graphic Design,

its Principles and Elements

 Movie posters, flyers, invitations,
infographics, and magazines, these
are all created in graphic design.
The popularity of graphic
designing becomes more
significant and visible in today’s
era.

Introduction to Graphic Design, its Principles and Elements 2

 Graphic Design is also known as a communication
design. This aims to construct ideas and information with
visual and textural content.

Introduction to Graphic Design, its Principles and Elements 3

 Elements of Design

Introduction to Graphic Design, its Principles and Elements 4

Lines
Line is considered as the most basic
element of art. This consist of dots
several dots and it is the most used
element in design. Lines shows
movement and direct the viewer’s eye.
There are several types of lines: vertical,
horizontal, and diagonal lines.

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Vertical lines signify ambition,
strength, and height.

Horizontal lines suggest rest and

peace.

Diagonal lines tend to insinuate

movement, conflict, or stress.

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Color
Color is an important element
of design because it can
communicate and suggest
emotion to the viewer. This
may represent a branding or
identity, and may lead to
visual interest.

Introduction to Graphic Design, its Principles and Elements 7

 You can add a new
layer by right-
clicking on the layer
toolbox then select
New Layer. Rename
the layer to avoid
confusion.

Introduction to Graphic Design, its Principles and Elements 8

 Texture
Texture refers to the feel of a
surface. In can be either actual or
implied.
● Actual texture can be touched
and felt.
Implied texture is applied
graphically in the object

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 Shape
Shapes can be used as container
of information or to improve the
look of the design aesthetically.

1. Geometric – circles, squares,

and triangles
Natural – leaves, trees,
people, etc.
Abstract – icons, graphic
representations, tables.
Introduction to Graphic Design, its Principles and Elements 10
Text
Text refers to the font style used in design. It
Cavea
t
directly transmits the information to the
viewers. It is important to choose the Serif font
appropriate font for your graphic design. An
artist must understand the difference between
serif and sans-serif.
● Serif fonts – these are decorative at the
end of the strokes.
Arial
Sans-Serif font
Sans-serif fonts – no decorative flourishes
at the end of the stroke.
Introduction to Graphic Design, its Principles and Elements 11
Text
Cavea Serif are easier to read in printed
works because each letter is

t Serif font
distinctive.

Sans-serif are better on web and

Arial
Sans-Serif font
projected screens because of its
legibility.

Introduction to Graphic Design, its Principles and Elements 12

 Space
Unoccupied
Space is the occupied and unoccupied space
area by the other elements. It is used to
group or separate the information. It is Occupied
also used to define important of the space

ideas presented.

Introduction to Graphic Design, its Principles and Elements 13

Size
Size used to emphasize a
specific information. This is use
to attract attention to the
viewers.

Introduction to Graphic Design, its Principles and Elements 14

Value
Value refers to the lightness and
darkness of an area in a design.
Value creates depth, contrast,
and emphasis when used
effectively.

Introduction to Graphic Design, its Principles and Elements 15

 An artist must know what can
be used to construct and
artwork to create a good design. +
Elements of Design consist of
the following:
1. color 5. space
2. texture 6. size
3. shape 7. value
4. text

Introduction to Graphic Design, its Principles and Elements 16

 Principles of Design

Introduction to Graphic Design, its Principles and Elements 17

 Balance
Balance refers to the elements
that are put together on a design.
Having a good balance between
the element will create an
effective overall impact to the
viewer.

Introduction to Graphic Design, its Principles and Elements 18

There are two types of balance:

Symmetrical balance refers to anything

that has exactly what can be seen on
both side. Symmetrical Balance

Asymmetrical balance is a balance that

does not rely on symmetry. There are
no mirror image on the composition.
Asymmetrical Balance

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Movement

This refers to the repetition

of elements to designate the
eye through the design.

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Contrast
This refers to the distinctiveness of the
elements. This can be done with the use of
opposite characteristics of the elements.

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Emphasis
This is used to provide special attention and
importance to the subject of the design. This
mentions the use of colors, size, and contrast.

Introduction to Graphic Design, its Principles and Elements 22

Pattern
This refers to the organization of alternated
elements or motifs. This is used to enhance the
overall look of the design.

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Pattern
In this principle, all the
parts of the design must be
arranged to give the viewer
the feeling that all are
linked together.

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